Highlights Report: 2009 Social-Networking Survey
August 2010

About This Report

Enthusiastic: Young adults, specifically Experiencers, are the most engaged in social networking and the most enthusiastic about Facebook.

Worried: Young adults are also concerned about posting information on Facebook that others could easily misunderstand. Many young adults regret previous postings.

Bored: Mature adults are somewhat less engaged than young adults because they are often bored by information they receive and find commenting on friends' posts a chore.

Highlights Report: 2009 Social-Networking Survey presents findings from a large, volunteer, opt-in online survey of social-networking users—users of Facebook, in particular. Individuals from over 250 U.S. colleges and universities in 49 states participated.

The VALS™ Framework is the primary basis for analysis. Five of the eight VALS groups—Innovators, Thinkers, Achievers, Strivers, and Experiencers—have sufficient sample sizes to provide statistically reliable data.